PENGARUH CITRA MEREK, INOVASI PRODUK, DAN HARGA TERHADAP MINAT BELI MOBIL TOYOTA CALYA (Studi Kasus Pada Pembeli Mobil Toyota Calya Di Daerah DKI Jakarta)

AISYAH, INDA PURNA DEWI (2020) PENGARUH CITRA MEREK, INOVASI PRODUK, DAN HARGA TERHADAP MINAT BELI MOBIL TOYOTA CALYA (Studi Kasus Pada Pembeli Mobil Toyota Calya Di Daerah DKI Jakarta). S1-Sarjana thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to analyze the effect of brand image, product innovation, and price on consumer buying interest. Data collection in this study was carried out by using a questionnaire technique, respondents used in this study were customers in the Jakarta area who had purchased a Toyota Calya of 155 respondents. The method of data analysis in this study used the Structural Equation Model (SEM) with Lisrel 8.8. The results revealed that brand image, product innovation, and price significantly influence consumer buying interest. Keywords: Brand Image, Product Inovation, Price, Buying Interest Penelitian ini bertujuan untuk menganalisis pengaruh citra merek, inovasi produk, dan harga terhadap minat beli konsumen. Pengambilan data dalam penelitian ini dilakukan dengan teknik kuesioner, responden yang digunakan dalam penelitian ini yaitu pelanggan yang berada di daerah Jakarta yang telah membeli mobil Toyota Calya sebanyak 155 responden. Metode analisis data yang pada penelitian ini menggunakan Structural Equation Model (SEM) dengan Lisrel 8.8. Hasil penelitian mengungkapkan bahwa citra merek, inovasi produk, dan harga berpengaruh signifikan terhadap minat beli konsumen. Kata Kunci: Citra Merek, Inovasi Produk, Harga, Minat Beli.

Item Type: Thesis (S1-Sarjana)
NIM: 43114110415
Uncontrolled Keywords: Citra Merek, Inovasi Produk, Harga, Minat Beli.
Subjects: 200 Religion/Agama > 290 Other Religions/Agama Selain Kristen > 297 Agama Islam/Islam > 297.4 Islamic law/Hukum Islam > 297.43 Muamalat/Muamalat > 297.431 Buy Sell/Jual Beli
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.3 Personnel Management/Manajemen Personalia, Manajemen Sumber Daya Manusia, Manajemen SDM
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.5 Management of Production/Manajemen Produksi
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.6 Quality Management/Manajemen Kualitas
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.7 Management of Supplies/Manajemen Persediaan
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 28 Jan 2021 03:32
Last Modified: 06 Feb 2021 10:19
URI: http://repository.mercubuana.ac.id/id/eprint/59442

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